1. Today’s goals Introduce advertisement mirror and window effect
Introduce advertisement compositional features
Practice analyzing advertisements

2. Advertisement analysis
When designing an ad, marketers first consider the following:
Who is our target audience?
How much media landscape can we afford?
What are the best media/genres for reaching our target audience?
Is our goal to simulate direct sales or long term branding/image?

3. Advertisement strategies
Mirror effect – the way in which the ad mirrors the target audience’s self- image, promoting identification with the ad’s message or product
Window effect – the way the ad shows possible visions/promises of the future, offering positive effects if we align ourselves or negative effects if we do not.

4. Class discussion- advertisement strategies
What are some example advertisements that utilize the mirror and window effect?
How do these advertisements also use ethos, pathos, and logos?
Are these ads designed to simulate direct sales or build a brand for long term effect?
Analyze commercials for Proactiv

5. Group activity- commercial analysis
As a class, select a famous commercial for further analysis
In your groups, answer the following questions about the commercial:
What is the name of the ad (or product) and the location you found it?
What is the immediate impact or dominant impression of the commercial?
How are the mirror and/or window effect used in this commercial?
Does image or copy seem more important in the advertisement?
How are ethos, pathos, or logos used in the commercial?
Which compositional features have the biggest impact in the commercial? Name and describe at least two.

6. Homework:
Read A&B